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    Title: 台灣高科技企業的多品牌策略-以宏碁為例
    Multi-Brand strategy of Taiwanese high-tech enterprises : a study of Acer
    Authors: 徐培軒
    Hsu, Elton
    Contributors: 陳建維
    徐培軒
    Hsu, Elton
    Keywords: 宏碁
    多品牌
    高科技企業
    Date: 2010
    Issue Date: 2011-09-29 16:55:21 (UTC+8)
    Abstract: 擁有自己的品牌是許多人的夢想,能將自己的品牌推向國際大放光芒更是許多企業家心心念念的目標。專長於代工的台灣企業家多數更希望能在自家生產出的的產品上掛上自己的標誌,行銷全世界,這不只是一種榮耀,也代表著能賺取優良品牌所帶來的高額利潤。
    台灣高科技企業擁有高超的製造力以及全球維運的能力,在品牌經營的成果則待持續努力,綜觀目前世界品牌價值前百大的品牌中台灣還有沒任何品牌入圍。宏碁與華碩是台灣 NB 與 PC 產業具有代表性的品牌企業,但選擇了截然不同的品牌經營之路,2007 年開始宏碁採用多品牌策略,華碩曾一貫堅持品牌傘策略,二家企業在歷年的品牌價值評估中則互有領先,難分軒輊。
    本研究發現品牌策略在企業發展的不同階段,會受到不同 (企業內部和企業外部) 因素的影響;因此,最適當的品牌策略並非永遠不變。然而每一個品牌都會面臨不同問題,受到不同的要素與營運目標所影響,同樣的策略作法未必會適用於其他品牌。產業特性、資源多寡、企業文化與消費者行為等等皆會影響品牌策略的選擇。如何做好內外部分析,在不同時期,找出最適合自身企業的品牌策略,乃是品牌策略的成功與否的最主要關鍵。
    本研究亦發現無論是品牌傘策略或是多品牌策略的運用都與「產品力」息息相關,而缺乏量化數據資料也是當前品牌價值評估與追蹤機制難以建立的原因。
    謝 辭 II
    摘 要 III
    目錄 IV
    圖目錄 V
    表目錄 VII
    第一章、緒論 1
    第一節、研究背景與動機 1
    第二節、研究目的 2
    第三節、研究流程 3
    第二章、文獻探討 4
    第一節、高科技產業的行銷策略 4
    第二節、品牌理論 11
    第三節、品牌策略 23
    第四節、資源基礎理論 36
    第三章、研究設計 45
    第一節、研究架構 45
    第二節、研究方法 46
    第三節、本研究之個案研究設計 51
    第四章、個案描述與分析 54
    第一節、宏碁的公司簡介與品牌策略 54
    第二節、華碩的公司簡介與品牌策略 75
    第三節、個案分析與比較 87
    第五章、結論與建議 92
    第一節、研究結論 93
    第二節、研究限制 96
    第三節、研究建議 97
    第四節、未來研究建議 100
    參考文獻 101
    一、中文部分 101
    二、英文部分 103
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    98932030
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098932030
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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